3.7X ROI in four months
30.3X ROAS on two paid campaigns
3,416 net new fans w/deep insights
“Munster was delighted to partner with Umbel. The results which Umbel delivered for us were above target, both in capturing some of the data that sat un-monetized in our social channels and also utilizing existing in-house data to a much greater effect.”
Collecting fan data with sweepstakes
Using Umbel’s Activation campaigns to collect valuable first- party data (that is data collected directly from the fans), Munster and Umbel gained insights into the fans that already engage with the newsletter and Facebook page. For example, from the three campaigns run in the spring, Munster now knows fans’ top brand and sport affinities, as well as geographies.
Increasing revenue through Facebook
Umbel’s Digital Media team used these insights to drive hyper-targeted ticketing campaigns for upcoming matches. For example, they were able to see that the RTÉ One—an Irish television network—was a high-indexing brand affinity in the Munster database, and were able to adjust their targets to get higher conversions. The two paid campaigns run by the Umbel team generated over €30,000 in revenue and 30X ROAS. Not only was the ticketing campaign successful, but Munster gained 3,409 net new fans in the Umbel database with deep first-party insights.
Leveraging more data and growing success
Munster Rugby believes that data will be essential to creating the ultimate fan experience while increasing their revenue. Over the next two years, they’re seeking to gain 60k fans with deep fan insights, while continuing to turn “likes” into known fans in their database (and filled seats in their stadium). Munster is paving the way by breaking down data silos, and gathering and leveraging first-party fan data through the Umbel platform—all while keeping the fan at the heart of their organization.